The Twinings 'Hill' campaign, launched in the United States in 2012, positions the brand as a catalyst for personal renewal and self-discovery, encapsulated in its “Gets You Back To You” message. By aligning Twinings Earl Grey tea with moments of reflection and authenticity, the campaign conveys the promise of offering consumers a mindful pause amid their busy lives—an opportunity to reconnect with their true selves through a familiar, comforting beverage. This proposition taps into an emotional value beyond taste alone, suggesting that Twinings serves as more than a drink; it is an experience that supports individuality and personal freedom.
Strategically, the campaign leverages the cultural resonance of lifestyle and music to engage its target audience, likely urban adults balancing modern stresses with a desire for authenticity. Featuring American folk-rock artist Lissie performing a cover of Fleetwood Mac’s “Go Your Own Way,” the creative approach integrates contemporary and nostalgic elements to evoke both emotional depth and relatable independence. The use of a well-known song interpreted by an emerging artist underlines themes of self-direction that mirror Twinings’ brand narrative. By releasing the spot via film media and supporting it through digital platforms such as YouTube and Facebook—offering accessible links to music downloads and promotional coupons—the campaign adopts a cross-channel strategy that emphasizes engagement and direct response. Ultimately, the campaign’s insight rests on aligning the ritual of tea drinking with the modern consumer’s need for moments of personal clarity, using lifestyle storytelling and music to create an authentic, memorable brand connection.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign most likely fits Format #8, Ongoing Characters or Celebrities, because its key creative device centers around featuring 'American folk-rock starlet' Lissie covering Fleetwood Mac’s “Go Your Own Way.” The metadata and description overtly highlight the celebrity presence rather than a narrative arc, problem-solution structure, or product demonstration. The lifestyle genre combined with the focus on an artist’s rendition leverages her personal brand and recognizability to evoke emotion, aspiration, and positive association with Twinings, rather than dramatizing a story or problem. Such celebrity-led campaigns rely on the presence and influence of the star to reinforce brand recall and alignment.
1. Lipton – Market Positioning
Lipton positions itself as a widely accessible, affordable, and refreshing tea brand with a broad product range catering to everyday consumers. It emphasizes convenience and consistency, focusing on both traditional teas and ready-to-drink options, leveraging global reach and strong retail presence to appeal to mass-market customers seeking reliable quality.
2. Tazo – Market Positioning
Tazo differentiates by offering bold, adventurous, and exotic tea blends with an emphasis on unique flavors and premium ingredients. Its contemporary branding and focus on innovation appeal to younger, hip, and health-conscious consumers interested in experiential and lifestyle-oriented tea drinking.
3. Bigelow – Market Positioning
Bigelow markets itself as a family-owned, heritage-driven brand offering high-quality, all-natural teas. It emphasizes trusted recipes, American-made production, and artisanal craft, appealing to consumers who value tradition, authenticity, and domestic sourcing in their tea choices.
4. Celestial Seasonings – Market Positioning
Celestial Seasonings stands out by focusing on wellness and herbal teas, emphasizing natural, caffeine-free options with distinctive, creative packaging. Their marketing highlights health benefits and a soothing lifestyle experience, targeting consumers looking for relaxation, comfort, and specialty wellness beverages.
5. Stash Tea – Market Positioning
Stash Tea occupies a niche as a premium, innovative tea brand known for diverse, bold flavors and artisanal blends. It blends traditional tea culture with modern tastes, appealing to educated, adventurous tea drinkers who seek quality, variety, and interesting flavor profiles in specialty teas.
Q: What is Hill about?
A: Hill is a 2012 film campaign created for Twinings by BBDO and produced by Psyop/Smuggler, targeting the United States market within the non-alcoholic drinks sector. The campaign centers on the brand’s Gets You Back To You platform, positioning Twinings Earl Grey tea as a means for personal renewal and self-connection. Featuring American folk-rock artist Lissie performing a cover of Fleetwood Mac’s Go Your Own Way, the campaign leverages music and lifestyle storytelling to deepen emotional engagement and reinforce Twinings’ image as a premium, authentic tea choice.
Q: What creative device does Hill use?
A: Hill employs the Ongoing Characters or Celebrities format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. The campaign’s central creative device is the prominent use of a celebrity—American folk-rock starlet Lissie—whose rendition of a well-known song serves as the emotional anchor for the brand narrative. By leveraging Lissie’s recognizability and musical influence, the campaign builds brand recall and emotional resonance, aligning with Clapboard’s definition of this format where a recurring personality or celebrity is used to reinforce brand identity.
Q: What is the campaign proposition for Hill?
A: The campaign proposition for Hill positions Twinings as a catalyst for personal renewal and self-discovery, encapsulated in the Gets You Back To You message. By aligning Twinings Earl Grey tea with moments of reflection and authenticity, the campaign targets urban adults seeking mindful pauses amid modern life. The strategic use of Lissie’s cover of Go Your Own Way and the integration of digital touchpoints convey that Twinings is more than a beverage—it is an experience supporting individuality and personal freedom, differentiating the brand in the competitive food and drink market.
Q: How does Hill rank in Clapboard's archive?
A: Hill holds a Clapboard Campaign Score of 70/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Twinings's category?
A: In the tea market, Twinings faces competition from several key brands. Lipton is positioned as an accessible, mass-market choice focused on convenience and broad appeal, while Tazo targets younger, adventurous consumers with bold flavors and innovative blends. Bigelow emphasizes heritage and American-made authenticity, appealing to tradition-oriented buyers, and Celestial Seasonings stands out for its wellness-driven, herbal offerings that highlight relaxation and health benefits. Stash Tea competes by offering premium, artisanal blends that attract consumers seeking variety and distinctive flavor profiles.
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